Initially, Weibo users speculated that the bag was by Italian luxury brand Tod’s, but others were quick to identify the brand of the purse — as well as Peng’s jacket — as Guangzhou’s Exception (Exception de Mixmind). After being confirmed by an Exception PR rep, the discovery immediately set off a firestorm of interest in the brand on Sina Weibo.

While it’s too early to say whether Peng Liyuan’s endorsement of Exception is the brand’s “Jason Wu moment,” it’s certainly a big moment for the company, which already has its fair share of high-profile admirers. As CKGSB Knowledge wrote of the label last December:

Exception has built a significant presence of over 100 stores in the Eastern cities of Beijing and Shanghai as well as their home base, the growing metropolis of Guangzhou. Exception is touted as the Chinese fashion industry success story and has an estimated annual turnover of more than RMB 900 million a year. [Founder Mao Jihong] claims that he’s the biggest in the market. Industry observers such as fashion media mogul Hung Huang have put the brand at the top of their watchlist for homegrown brands with the potential to make it big abroad.